Bernice Fitz-Gibbon

(1894-1982)

Retail Advertising Pioneer

Creator of the Macy's slogan "It's great to be thrifty" and "Nobody, but nobody, undersells Gimbels," Fitz-Gibbon, former ad manager at Marshall Field's, Macy's, Gimbels and Wanamaker, became retailing's most important and highly paid advertising director. She influenced department store and fashion advertising by introducing "events" -- fashion shows, dance instruction, lectures, demonstrations, etc. -- and chatty, informative eight-column newspaper ads. The award-winning agency she opened in 1954 jump-started copywriter careers for numerous women.